Unit 30 Media Task 4 Evaluation
I decided to advertise mental health and I feel the overall process went quite well. However, filming was the hardest thing to do as due to time constraints, I only had one day to film the main scene. The scenes of people walking on the train had to be done four times in order for it to be good enough for the advert. Editing was easier and less time consuming since I have had experience editing videos before.
How clearly is your message conveyed?
The message of how mental health is not a priority in Hong Kong I feel is conveyed effectively. However I feel that I could have focused on a specific mental health issue because it is not clear what issue I am addressing, just that poor mental health leads to suicide. The statistics I used are realistic and fact checked. I believe that they help to make the advert more of a realist documentary advert than it would be without the statistics and facts. The statistics only contribute to creating a clear message.
How well did you target your audience?
In my opinion, I feel that I have successfully targeted my audience as I feel I have made some strong points regarding mental health. According to audience feedback the overall message of increasing mental health awareness was fulfilled successfully and the soundtrack choice was very fitting with the message. The facts added made the message more convincing and believable to the audience. Overall, I feel that I have successfully targeted my audience well and they responded positively to the message.
How well did you plan and prepare?
I feel that I planned and prepared quite well. My research into existing adverts was very detailed in the script (in my opinion) I created for the audio commentary. My storyboard was less detailed but I managed to stick to the storyboard for the final video rather than stray from it. My production log consists of small paragraphs which I updated every time I did some pre production. The location scout didn’t take long because I instantly knew what locations I needed and just went to each of them to double check whether they were suitable. My treatment, synopsis, prop list and equipment list were all done in a simple straightforward way which helped me to book or get ahold of anything I needed such as booking the recording studio for a voiceover. The casting choice was simple but I sent a formal email to double check the filming dates which I had also planned in advance along with a backup date if the weather was poor. Overall, I feel my planning went quite well.
How technically competent is your work?
I decided to do my advert using a handheld camera since it is a realist advert and I wanted a sense of realism and unstability to match the topic of mental health which is often unstable. For the most part, I achieved the desired effect as the camera movements subtly showed instability. However, some of the shots of people walking on the platform and standing on the train were slightly too shaky and I guess I could have benefited from a tripod as the train is shaky on its own. To add to the sense of realism I used natural lighting which is why I filmed the outside scenes during a bright afternoon. This worked for the most part except there is a shot of a door which is too overexposed for a second. Overall, I feel that I achieved what I set out to do technically but I would change the overexposed shot (by shutting the bathroom blind slightly) and redo the MTR shots (by using a tripod on the train).
How effective is your work?
In my opinion, I feel my advert is effective in raising awareness for mental health and conveys the message clearly. Some of the technical aspects could do with some improvements but the shaky unstable camera was deliberate and intentional. I feel the advert is edited smoothly apart from a jumpcut at 30 seconds which was a filming problem rather than an editing problem. The sound and audio recording is also smooth with no audio problems except maybe it is a bit quiet but clear to listen to. My pre production work is detailed and shows my progress on the project.
What changes would you make?
One of the changes I would make to my advert would be to shut the bathroom blind slightly to reduce the overexposed shot seen briefly at about 0:30. Another change I would make is to use a tripod on the MTR to stable the shot more. However, the reason I never did this before was I needed a shot of quite a few people which meant the train was too crowded to place a tripod and the MTR is quick so people would get on and off within minutes.
What was the general response from your audience?
The general response from my audience was that the advert’s message was conveyed well and fulfils the purpose which was too raise mental health awareness. The soundtrack choice for the advert was also good. However, the audience did not respond well to the handheld camera technique I used to create a realistic looking advert. They also did not respond well to the implied suicide scene because of the shot of the mostly closed door looks unplanned despite it being a conscious decision on my part. The shot of the running person should have used a tripod but I feel that would have been out of place from the handheld technique.
Summary of ad feedback from Focus Group
+
Felt like an ad. Stylist dramatically. Editing was well. Implied violence is ok. Fulfils the intention/message. Music choice is well done. Works as an overall advert.
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Some shots weren't so clear than they could have been particularly the shot on the train. Knee shot is irrelevant and too long. Just add plaster. Don’t like toilet and bathroom. Slam door suggestion is better than original plan. People thought the door was broken. Open it more because it severed no purpose. Terrible rough cut at door. Should use a tripod for stationed shots.